Strategy vs Tactics
Strategic
Target marketing
decisions
Value proposition
Analysis of
marketing
opportunities
Tactical
Product features
Promotion
Merchandising
Pricing
Sales channels
Service
Management Tasks
Strategic Analysis
Innovation
Multiple BusinessStrategies and Issues
Creating SCAs
Developing Growth Platforms
Levels of Strategy
Corporate Strategy
Business Strategy
Functional Strategy
Strategic Marketing
Orientation
What is a Business
Strategy?
A Business Strategy
Where to Compete
The product-market investment decision
A Business
Business Strategy
Strategy
A
How to Compete
Value
Assets &
proposition
competencies
Function area
strategies and programs
Figure 1.1
New
New
Products
Products
Present
Present
Markets
Markets
Market
Market
Penetration
Penetration
Product
Product
Expansion
Expansion
New
New
Markets
Markets
Market
Market
Expansion
Expansion
Diversification
Diversification
Vertical
Vertical Integration
Integration
Functional
Emotional
Self-Expressive
A good value
Innovative offerings
Strategic Asset:
A resource
Manufacturing strategy
Global strategy
Distribution strategy
Segmentation strategy
Brand-building strategy
Quality program
Communication strategy
Information technology
strategy
Is there a SCA?